The Role of Short-form Video Platforms in Shaping Public Opinion: A Comparative Analysis of Content Moderation and User Engagement in Hong Kong and Mainland China_Vol. 3 No. 1 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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The Role of Short-form Video Platforms in Shaping Public Opinion: A Comparative Analysis of Content Moderation and User Engagement in Hong Kong and Mainland China

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DOI: https://doi.org/10.62517/jbm.202609104

Author(s)

Kaiwen Hu*

Affiliation(s)

Guangdong Polytechnic Normal University, Guangzhou, Guangdong, China *Corresponding Author

Abstract

Short video platforms have become central arenas for the generation and dissemination of public opinion, with their opinion-shaping functions influenced by regional management mechanisms and user behavioral characteristics. This study examines short video platforms in mainland China and Hong Kong, comparing them across three dimensions: content management (institutional logic and regulatory models) and user engagement (platform preferences, content orientation, and interaction characteristics). Findings reveal that mainland China has established a robust regulatory framework characterized by “policy guidance + platform accountability,” resulting in public discourse that exhibits a pronounced aggregation effect around mainstream values. Hong Kong, in contrast, features a “free and open + bottom-line regulation” approach, fostering diverse and dispersed public expression. User participation landscapes differ significantly between the two regions: Mainland platforms foster consensus-building through contextual engagement, while Hong Kong's coexisting platforms catalyze diverse discourse collisions. This study proposes respecting regional differences, leveraging platforms' positive value in guiding public discourse, and promoting cross-regional cultural exchange and consensus-building.

Keywords

Short Video Platforms; Public Opinion; Content Management; User Participation

References

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